A few years ago, a group of WiFi-first MVNOs with a freemium model grabbed the headlines, in the US in particular, threatening to disrupt the MNOs because they could deliver cellular services with such a low cost base. But the start-ups, such as FreedomPop, Republic Wireless and Scratch, secured only a small part of the US market, and that tended to be among low-spending, scarcely profitable users. Indeed, the companies which are wielding WiFi-first disruptively are the cablecos, such as Comcast and Charter, since they have the wireline infrastructure, the established brands and customer bases, and the content partnerships to turn a low cost service into a full multiplay. Quite quickly, the start-ups were looking to enhance their business model.…